Hulasoh, Saniatul (2025) Pengaruh Live Interactivity, Utilitarian Value, dan Hedonic Value terhadap Purchase Intention Produk Yessica's pada Sosial Commerce Tiktok. Undergraduate thesis, Universitas Pembangunan Jaya.
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1. Pendahuluan.pdf Download (682kB) |
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2. Abstract.pdf Download (143kB) |
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3. Abstrak.pdf Download (174kB) |
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4. Daftar Isi.pdf Download (159kB) |
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5. Daftar Gambar.pdf Download (132kB) |
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6. Daftar Tabel.pdf Download (118kB) |
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7. Daftar Lampiran.pdf Download (89kB) |
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8. BAB I.pdf Download (285kB) |
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9. BAB II.pdf Download (260kB) |
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10. BAB III.pdf Download (211kB) |
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11. BAB IV.pdf Download (362kB) |
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12. BAB V.pdf Download (224kB) |
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13. Daftar Pustaka.pdf Download (191kB) |
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14. Lampiran.pdf Download (768kB) |
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15. Berita Acara Unggah Mandiri.pdf Download (383kB) |
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16. Bukti Lolos Similarity.pdf Download (821kB) |
Abstract
TikTok is a social media platform that allows users to create and share creative and interesting short videos. In addition to being an entertainment platform, TikTok has developed into an effective product marketing tool through TikTok Shop features and live streaming. Through a social commerce approach, users can watch videos or live broadcasts that promote products and make direct purchases without leaving the app, providing a smooth and interactive shopping experience. TikTok Shop's success lies in its ability to combine entertainment and shopping on a single platform, users can find new products and make direct purchases. However, Yessica's products, which have low prices, varied beauty products, have good quality and are marketed in TikTok, have several buyers all visitors, around 3.79%. Meanwhile, compared to the number of page views, only about 1.68% transacted. The purpose of this study is to analyze the factors that affect Yessica's purchasing interest in TikTok's Live Streaming. The variables studied include Interactivity Live Streaming (X), Utilitarian Value (Z1), Hedonic Value (Z2), and Purchase Intention (Y). This study used a quantitative method with a consumer population in the JaBoDeTaBek area with 115 respondents. Data was collected through questionnaires and analyzed with SEM using Smart PLS. This study is expected to help Yessica's understand the factors that contribute to the increase in consumer purchasing interest in TikTok Live and provide references to subsequent studies that discuss marketing strategies through live streaming on social media platforms.
Item Type: | Karya Tulis Ilmiah (KTI) (Undergraduate) |
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Uncontrolled Keywords: | Yessica’, Live Interactivity, Utilitarian Value, Hedonic Value, Purchase Intention |
Subjects: | H Social Sciences > HB Economic Theory Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
Divisions: | Fakultas Humaniora dan Bisnis > Prodi Manajemen |
Depositing User: | Saniatul Hulasoh |
Date Deposited: | 25 Jul 2025 09:14 |
Last Modified: | 25 Jul 2025 09:16 |
URI: | http://eprints.upj.ac.id/id/eprint/11535 |
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